Since they’re doing it anyway, we might as well use this data to our advantage. If you’re a small business, your big box competition is already targeting your customers using this information.
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It’s time to catch up.

If you’re already dabbling in Facebook advertising, then good! We’re here to help you dive a little deeper into the local demographics and put them into perspective.
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First thing’s first:
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​How Are We Defining “DuBois Area”?

Well, for the purposes of this article we’re using Facebook Audience Insights for the following communities: DuBois, Falls Creek, Sandy Township, Luthersburg, Oklahoma, Penfield, Punxsutawney, Reynoldsville, Rockton, and Sykesville.

We wanted to include as many of the communities immediately surrounding DuBois because many of these people work and spend money in DuBois.

This certainly isn’t a comprehensive list. Some people—like me—live somewhere like Brockway and still travel to work and spend money in DuBois every day.

We had to draw the line somewhere though. If there’s a community that is not listed here that you would like some specific data on their Facebook usage, drop us an email. We’ll pull together a report for you!​
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With all these communities, there are around 60,000 monthly active Facebook users.
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​Who Are These People? (General Demographics)

There is a lot of data that Facebook will give you about their users.

A LOT.

So the main attempt here is to zero in on some interesting pieces of data we found.
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The “Age and Gender” information is not surprising but still interesting to see; the area skews towards women much more than the total Facebook audience. The DuBois Area also skews towards the 45 and up range more than the rest of Facebook. The Millennials still are most active, but not by much of a margin.
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*The lightest blue on all these charts represents the total Facebook audience demographics. The darker blue is the information about the DuBois Area audience that we have selected.

​There are fewer college graduates in the DuBois Area than the national average. Part of this could be attributed to the small number of colleges in our area.

​More people are in relationships or engaged than the national average, but about the same amount of people are married.

There are also fewer new parents on Facebook in DuBois than nationally.

There are still 5,000 new parents right here in the DuBois Area. So if you sell a product or service to new families, that’s more than enough to drum up some business.

​Not sure how to target customers directly on Facebook? Send us an email​ with some info about your business. We can help you figure out the best strategy.

​Spending Habits of DuBois Area Facebook Users

Okay, probably the most valuable piece of information a business could have on it’s audience is “How do they spend their money?”

It turns out, retail spending in the DuBois Area is higher than average.

A whopping 90% of local Facebook users are in the “High” Retail Spending category.
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A surprisingly large 62% of local Facebook users tend to spend primarily cash.​Maybe that has something to do with all the cash only establishments we still have around.
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So what are these users actually spending their money on? Food, pets, household products, health and beauty, and subscription services mostly.

DuBois Area Facebook users spend a significantly higher amount than the average in the Pet Products, Household Products, and Health and Beauty Products categories.

We just love our pets. And our homes. And our faces!
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Speaking of houses… local Facebook users also own more than they rent by a significant margin.
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Maybe the market price of local houses could be the reason DuBois Area users have a 6% edge over the national ownership statistics.
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One last spending category that is worth looking into: Vehicles

There are a significantly higher number of Facebook users in DuBois in the market for a pickup truck than the national average.

Midsized cars and crossovers are also very popular.
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​How Do They Spend Their Time Online?

Here’s where Facebook data really stands out:

Online Behaviors.
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Some of these genuinely surprised us. For one, mobile usage dominates the market more than one might think. Desktops are only used 8% of the time.
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If your website still isn’t optimized for mobile use, this should be a wakeup call! ​

(We can help with that.Just send us an email. We’ll sit down with you to understand your business and digital needs before we ever offer to sell you something.)
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Another piece of data that jumps out at us is the frequency of ad clicks by local Facebook users.

What does that mean?
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Liking a page’s post, commenting, or sharing is less common than clicking on a paid advertisement. Across the board local users are much more engaged than the national average with the exception of Promotions Redeemed. Those promotions are also called Offers on Facebook. You may not have heard of them because they still haven’t caught on– and maybe never will.
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Facebook has made it hard for a business to be seen by users for free. It’s annoying that you have to spend money to reach the people that already like your page, but the silver lining is that they are actually likely to interact with a paid post or ad.

What’s the difference between a boosted post and a Facebook ad?
​Glad you asked. We’re working on a blog post about just that! In the meantime, feel free to shoot us an email and we’ll help describe the difference.
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Hint: It’s an important difference.
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A very cool part of Facebook’s Audience Insights is the ability to peek at the “Lifestyles” of your audience’s users. They use data from Facebook and elsewhere online to categorize these audiences.

Country comfort and outdoor activity in general are booming lifestyles here in the DuBois Area compared to other parts of the country.
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Local Facebook users from our area are also more likely to be community pillars, good neighbors, and put children first.
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​The two charts below show some of the most popular Facebook pages in the area.
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You can look for yourself and see what you find interesting. For us, it’s exciting to see Sunny 106 (the radio station our parent company owns) right next to WPXI in Pittsburgh.

Zero In On High Income Users

​One of the most effective uses for Facebook Audience Insights is the ability to zero in on any specific demographic.

If we were a baseball bat company, we could zero in on baseball fans… or maybe Little League fans. You can get as specific as you want! The choices can get a little overwhelming.

For the sake of relating to as many of you as possible, we’re going to take a look at an obviously valuable group of consumers: high income users.

These users earn more than $100,000 per year. There are between 5,000 and 6,000 of these users active on Facebook monthly in the DuBois Area.

Who are these people?

Well, their job titles are less likely to be in Sales, Administrative Services, or Management than other people with similar income from other parts of the country.
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That could mean we have more small business owners in the DuBois Area. Sales and Administrative Services are still the mostly likely places for these users to earn their income.
​[By the way, we’re hiring a local sales representative. Click here for more info.]

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​Another thing to notice is that they are even more likely to click ads than their lower income counterparts! That’s good news for anyone looking to use Facebook to target high-level decision makers in B2B services OR higher end consumer products.​

​The pages per category that this high income sub-audience is interested in differs slightly from the general DuBois Area population.

They seem very interested in photography. Which is good news for all our budding photographers out there!

We’re of course happy to see Sunny 106 is still one of the favorite Broadcast pages. If you don’t like that page already, you should check it out. Marissa Riggatti does a fantastic job keeping up a mix of local posts and funny ones to lighten your day.